Turkey: Local Growth in a Globalized Streaming Ecosystem

The streaming ecosystem in Turkey is undergoing a transformation. While global platforms continue to lead in terms of volume and penetration, the growth of local platforms and the rise in digital viewership suggest a stronger consolidation of the domestic market. 

Digital Viewership on the Rise 

In Q1 2025, 73% of Turkish households consumed online content. Although this figure represents a 4% year-over-year increase, it remains 8 percentage points below the EMEA regional penetration (81%). Within the region, Norway leads in digital viewership at 89%, while South Africa reports the lowest level at 69%. This highlights Turkey as a developing streaming market with room for growth.  

Global Platforms Lead, but Local Players Gain Ground 

As of Q1 2025, the top 3 subscription platforms by penetration in Turkey are international: Netflix (42%) YouTube Premium (32%) Prime Video (29%) Furthermore, 4 of the top 10 platforms are local services: Exxen (13%) BluTV (12%) Tivibu GO (5%) D-Smart GO (3%) A major milestone in this landscape is the BluTV–HBO Max merger, effective April 2025. This marks the official entry of HBO Max into the Turkish market through a well-established local brand. Prior to the merger, HBO Max had no presence in the country. At a launch event, Warner Bros Discovery announced 3 new Turkish local originals, set to debut on HBO Max. Anatomy of Chaos, Jasmin, and Feride.  This strategic move gives HBO Max access to BluTV’s user base and original content library, reshaping the competitive dynamics between global and domestic platforms. 

Flexibility as a Strategy in a Price-Sensitive Market 

The Free with Ads model remains the most consumed in Turkey, with 67% household penetration in Q1 2025. This represents a 8% year-over-year increase, reinforcing its dominance. That said, subscription-based models are growing at a faster pace. In just 12 months, adoption rose from 46% to 58%, a 26% increase. This signals a growing willingness to pay for content, despite an 18% average price hike in the past year. 

Despite rising costs, Turkey still has some of the lowest subscription prices globally:

• Prime Video: USD 0.98, 85% below the EMEA regional average 

• Crunchyroll: USD 1.25, 78% below the regional average 

• Netflix: USD 4.77, 23% below the regional average 

• HBO Max: USD 5.75, 36% below the regional average In response to changing user expectations, some platforms have introduced hybrid models.

• Both Disney+ and Tivibu GO now offer ad-supported subscription plans.

They are currently the only two platforms in Turkey with this option, aligning with consumer behavior: 56% of Turkish households prefer lower-priced plans with ads.   

Original and Local Content: Still Limited, But Growing 

Netflix remains the platform with the largest original content catalog worldwide, and Turkey is no exception. The platform currently offers over 4.5K original titles in the country, including more than 60 Turkish originals. In Q2 2025, all 5 of the most-watched original titles in Turkey came from Netflix.

Leading titles include: 

• When Life Gives You Tangerines (South Korea, 2025) 

• Adolescence (United Kingdom, 2025) 

• The Eternaut (Argentina, 2025) 

• The Residence (U.S.A., 2025) 

• Apple Cider Vinegar (Australia, 2025) 

In contrast, local platforms offer a more limited volume of originals:

• Gain: 103 original titles 

• Puhutv: 15 original titles 

However, locally produced content shows strong performance potential. Fabric’s data shows that 2 of the top 5 most-viewed series in Turkey in Q2 2025 were national productions: Kral Kaybederse (2025), available on Netflix, Puhutv and D-Smart Go. Resistence(2025), a Disney+’s original.  

A Market in Transition 

Turkey’s streaming landscape is currently defined by the coexistence of global giants and growing local services. The HBO Max–BluTV merger, the rise of subscription models, and steady digital adoption suggest the country is moving toward a more mature market phase. 

However, challenges remain. The local offer must consolidate to compete with international catalogs. Investment in original content production and hybrid pricing models will be key for domestic platforms looking to scale in a dynamic and competitive environment.